There is a lot of debate about the difference between customer experience (CX) and user experience (UX). The term “UX” has been around longer than “CX”, it was coined by Don Norman in the 90s. Customer experience is a newer concept that only started to gain recognition about a dozen years ago. UX and CX are both essential to a brand’s success. So what is the difference between the two and how do they complement each other? In this article, we are going to introduce you to the main similarities and differences between UX and CX so that you never get confused again.
WHAT IS USER EXPERIENCE (UX)?
User experience focuses on people who interact directly with a unique product or service. The product is most often a mobile application, a website or even software. However, some companies may also hire UX designers to help them develop non-digital products. But whether it’s an interface or the latest toaster model, the UX is all about the usability of a product.
UX designers often analyze how enjoyable it is to use a specific service or how intuitively someone can learn to use a product. Topics such as information architecture, visual hierarchy, navigation, and the ability to learn are at the forefront of the UX design process.
WHAT IS CUSTOMER EXPERIENCE (CX)?
The customer experience, or CX, is much broader. It brings together all of the customer’s interactions with a company, its products or its services. In this way, the CX encompasses, in a way, the user experience. Various companies hire CX designers to analyze and evaluate what customers think of their brand as a whole and to improve the way they interact with them. CX takes into account the customer’s perception of a company’s advertising strategy, brand reputation, customer service, pricing, delivery methods, product usability, and the overall sales process.
THE OBJECTIVES OF UX AND CX?
UX and CX share the goal of improving experiences, whether that’s improving strategy, changing culture, or embracing user-centric design methods. Part of a UX or CX designer’s job is to identify the parts of an experience that cause user frustration, block goal achievement, or generate negative emotions and opinions. They will then work on resolving these issues, whether at CX level (e.g. through staff training and development) or UX level (such as reorganizing the funnel or checkout process). However, UX and CX focus on different sets of goals.
The objectives of UX:
- Help users complete tasks successfully and with a sense of satisfaction.
- Make interactions as easy and accessible as possible for all users.
The objectives of the CX:
- Helping customers have great experiences every time they interact with any component of your site.
- Deliver an experience that outperforms the competition and provides a point of differentiation
- Foster customer loyalty.
- Develop brand equity.
UX AND CX IN PRACTICE
The activities involved in CX and UX overlap significantly, while showing obvious differences.
UX activities can include:
- Design a platform for unique interactions such as a website, phone service or digital tool.
- Undertake product research and develop buyer personas .
- Test and iterate different versions of designs using feedback from end users.
- Using best practices and expert knowledge from wider experience (called UX models) to create experiences that are as enjoyable and frictionless as possible.
- Work with Product Managers, Developers and Graphic Designers to support the end user through every step of the purchasing process.
CX activities are likely to be broader. In addition to the above UX practices, CX professionals will:
- Research and map customer journeys by integrating several points of interaction in an omnichannel space.
- Use market research and customer feedback to gain a deep understanding of emotions, expectations and dislikes.
- Study the customer experience at the relationship level, covering the cumulative impact of multiple touchpoints, impressions and interactions.
- Work with all skill levels and skills within a company to understand business goals.
- Develop transparent and flawless customer service to improve customer satisfaction.
- Work to influence the corporate culture, by encouraging a “customer first” mindset in all staff members
HOW DO CX AND UX WORK TOGETHER?
Now that we’ve covered what UX and CX are all about, let’s see how they work hand in hand. The user experience is a crucial part of the customer experience. So the two disciplines can go hand in hand in many ways.
UX and CX: Customer satisfaction above all else
Ultimately, both CX and UX are all about how satisfied a consumer is when they interact with a business. If a user is happy with a product, it is likely that they have a good perception of that business as a whole. And conversely, if a consumer is unhappy with a business’s marketing or buying process, chances are they won’t even have the ability or desire to interact with a service or business. product offered by this brand.
Monitor customer reviews
Understanding this key relationship between CX and UX can have a big enough advantage in terms of a company’s overall success to increase its bottom line. It is no longer enough to have a solid and easy-to-use product. Customers are willing to pay more if they have a good relationship with a business. This means paying attention to customer reviews and comments, how they rate their shopping experience, contacting customer support, or using the product / service. It’s not enough to have a visually appealing brand if people don’t know how to use what they’re offering.
These areas are so intertwined that many companies are looking to hire people who can take into account both aspects, UX and CX. A CX designer who can take into account a consumer’s complaints about their experience using a product is more likely to increase overall customer satisfaction than one who cannot. A UX designer who knows the buying habits and customer service needs of their users can often design a superior interface or product. Knowing both in each area can be of tremendous benefit to either.